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Vicarious Consumers - Trans-National Meetings between the West and East in the Mediterranean World (1730-1808) (Paperback)
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Vicarious Consumers - Trans-National Meetings between the West and East in the Mediterranean World (1730-1808) (Paperback)
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The birth of a mass consumer society in western Europe has been the
subject of much scholarly debate in recent years. In order to come
to a further understanding of the issue, this book adopts an
analytical approach, paying special attention to the socio-cultural
and economic transfers which occur when different commodities are
introduced to territories with diverse values and identities. In
particular, it examines the role of merchants and their important
influence on consumer decisions, describing how they created demand
for new necessities in local, national and international markets of
the western Mediterranean area. Through a systematic analysis of
probate inventories from southern Spain, the study reveals shifts
in the patterns of consumption of new goods in urban and rural
families, underlining a growing interest in new, exotic and foreign
goods. By connecting these local desires, aspirations and choices
to a global movement in which human and material capital circulated
trans-continentally, broader patterns of consumption are revealed.
By observing a southern European society, such as Spain, where the
industrialization process was slower than that in Anglo-Saxon
territories, the book contributes to the on-going debates about
'industrious revolution' and 'trickle-down' theories and whether
both occurred simultaneously or separately. The book also helps
identify the socio-economic forces and agents that prompted the
stimulus for new consumer aspirations, as well as the cultural
consequences that the new modern consumerism brought about.
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